How Products Became Gendered: The Rise of Male and Female Categories

How did the gendered products come into our lives? History shows us that gender roles are defined by societies and cultural norms. They set patterns for us to behave, dress, eat, and even buy products in a certain manner.

This is the reason that these products are designed and marketed for women and men differently. However, the core question that arises is the rise of these gendered products and did they evolved.

A Gender-Neutral Market (Pre-1900s)

Diving into history will show you that before the 19th century, there was almost no concept of gendered products. Almost all products were unisex.

Barrie Thorne (1993), states in her book the similarity in children’s clothing. Pink and blue colors were considered suitable for both sexes. Infants till age 5, had similar dresses, regardless of their gender. 

This is the age that molds the minds of children with long-lasting impacts.

The Rise of Gendered Marketing: Early 20th Century

In the early 1900, big companies like Procter & Gamble started marketing their products differently for men and women. This raised the idea of femininity and masculinity (Harris, 1990).

I remember my grandmother, while sharing stories of her time, mentioning how they scented soaps were sold in the market for women. It was a new thing for them so girls and especially married women used to them.

World War II and the Gendering of Toys: 1940s-1950s

Evidence (Rosen, 1995) suggests that the end of World War II, gave rise to gendered products, especially in the toy industry. This was the time when figures like Barbie and GI Joe were introduced.

The doll Barbie was objectified to depict the stereotypical appearance of femininity. I believe this approach was adopted because men wanted women’s workforce to stay home and focus on domestic tasks. 

This happened because in World War II when men were busy fighting wars and women entered the workforce. After the end of the war, the roles of both men and women were reversed. 

The 1960s-1980s: Gendering Through Advertising and Fashion

In this era, advertisers targeted tailored products for women and men. There was a strong focus on beauty and personal care products. This was also the time when marketing agencies used delicate colors such as pink for women and bold colors such as dark blue and black for men (Cohen, 2003). 

To date, we can still see the use of those colors to distinguish products for women and men.

The 1990s-Present: Breaking Down Gender Norms and Marketing to All

The talk of gender equality after the 1990s was the reason that some brands began to review their marketing approach. It shifted their strategy from gender-focused to gender-neutral.

We can see different examples such as the release of Nike’s unisex sneakers and Dove’s “Real Beauty” campaign that focused on ordinary women rather than objectified and idealized images (Tiggemann & Slater, 2004).

The Present and Future: Gender Fluidity in Products

Trying to reverse the impact of labeling products, brands, and marketing agencies are now adopting gender inclusive marketing strategies. 

Whereas, the rise of social media is playing an important role in pushing brands to adopt gender-neutral designs and products. We can see some big names gender neutral approach.

Conclusion: A Gendered Future?

The history shows us that there were no labels attached to products. So, there was a transition from unisex to gendered products and this now reversing back to gender-neutral.

This transition did shape our ideas and ultimately our choices. However, the future is more about individuality rather than “for women” or “for men”.

References

• Cohen, L. (2003). A Consumer’s Republic: The Politics of Mass Consumption in Postwar America. Vintage Books.
• Harris, L. (1990). Branding: A Cultural History. Routledge.
• Rosen, R. (1995). The World Split Open: How the Modern Women’s Movement Changed America. Viking.
• Ruggiero, J. (2014). Toys and Gender: A Historical Perspective. Routledge.
• Thorne, B. (1993). Gender Play: Girls and Boys in School. Rutgers University Press.
• Tiggemann, M., & Slater, A. (2004). NetGirls: The Internet, Facebook, and Body Image Concern in Adolescent Girls. Journal of Social and Clinical Psychology, 23(3), 413–433.